Mobile Money in Nigeria - what does branding have to do with it?

Organizers of the Mobile Money West Africa Summit 2012

With the successful issuing of mobile money licenses in Nigeria, Africa's largest consumer market, quite a number of the operators have launched their services. Somewhat expectedly for me however has been the obvious low adoption of the service. Read some of my views about that on BrandCrunch.


According to the Central Bank of Nigeria 46.3 percent of Nigeria’s population remain financially excluded compared to South Africa, Kenya and Bostwana with 26.0 per cent, 32.7 per cent and 33.0 per cent, respectively.


Are the challenges only technical? Or is there something more than technology that the operators need to pay attention to urgently? With over 10 licensed operators jostling for space in a newly established field as mobile money brand differentiation does need to be a key element of the business strategy.

I shared my thoughts recently on the role of branding and digital marketing in particular in a presentation at the recently concluded Mobile Money West Africa Summit 2012.

Read my views about it in this article on Brandcrunch

Some of the current operators are PocketMoni by eTranzact, Paga and Fortis Mobile Money.